Conquest drops 'Planning' and pivots to AI advice

Conquest has dropped the second word; the gesture carries more weight than the logo. The fintech known since 2018 as Conquest Planning has shortened its name to Conquest and unveiled a new visual identity, with what WealthManagement.com describes as an expansion beyond planning into a broader financial-advice platform. The engine under that expansion is SAM—the Strategic Advice Manager—a calculation engine working with an AI expert system that ranks strategies, models life events and answers client questions. The system gained agentic capabilities earlier this year, and every recommendation, Conquest says, is backed by a deterministic algorithm and an audit trail that can be checked at each step.

The audit trail is what lets Conquest claim the engine can power AI-enabled advisor, client and white-label experiences across wealth segments, channels and surfaces. Translate the vendor language and the strategy is plain—the plan is no longer the product, just one output of a platform whose value sits in the engine. The planning-software market was already heading toward continuous advice rather than an annual document, and Conquest has now put its brand behind the direction.

The funding suggests the move is backed rather than symbolic: Conquest raised an $80 million Series B in June 2025 that the company said put total funding over $100 million, following a $17.8 million Series A announced in February 2023. The firm launched into the Canadian market in 2020 and reached American advisors in mid-2022, and founder Mark Evans, creator of Naviplan, has stepped back from the CEO seat into the executive chairman role.

Conquest is not making the platform argument alone: in April, Advisor360° announced a collaboration and integration with Conquest aimed at unifying workflows across planning, execution and client management, and its CEO made the same point in August—data integration, not feature counts, will decide platform competition. The collaboration gives the platform claim a concrete shape, suggesting planning engines are becoming modules inside larger systems rather than standalone destinations.

The rebranding, then, reads less as cosmetics and more as a statement about pricing: for an RIA, the question shifts from which planning software to license to which engine will sit inside the platforms already in front of the client. Conquest's answer is an engine that produces audit-trailed advice continuously, not a once-a-year plan. Whether that answer is enough will show up in how many Advisor360°-like integrations follow.